BMW Promotes Customization Via iPad App

September, 2011

To drive users to customize their BMW cars, the car company has create an application for the iPad with features users can customize. The application is set up like a book, with users flipping pages to learn more about features that can be customized. Users can interact with the app by touching, sliding and tapping the pages (for example, if a user slides their finger across the leather category, the interior goes from black to tan). “The user experience is well-thought-out and they really take you on a journey,” said Laura Woolston, marketing manager at Velti Mobclix Exchange, San Fransisco. “As soon as you open the app, you are greeted with a sleek welcome video to create excitement. To learn more, please visit